Believe It Or Not! Antecedents and Consequences of False News in Marketing

Using a mixed-methods approach, this research investigates the motivations and consequences of sharing marketing related false news. Qualitative analysis reveals that people share messages to help others and help the (fake) victim to take revenge on brands. Empirical analysis shows that strong brands suffer more than weak brands.



Citation:

Anubhav Mishra, Sridhar Samu, and Shameem S (2018) ,"Believe It Or Not! Antecedents and Consequences of False News in Marketing ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 79-79.

Authors

Anubhav Mishra, Indian Institute of Management Ranchi, India
Sridhar Samu, Great Lakes Institute of Management, India
Shameem S, Great Lakes Institute of Management, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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